Founded in 2012 by Louis Rose and Tom O’Neill, Sofa Club set out to redefine the sofa shopping experience, disrupting the traditional notions of selling and delivery, and targeting the younger audiences that established brands might overlook. Staying ahead of the curve requires a marketing strategy that never sleeps – here, marketing director Dominic Corr, PR and content specialist Iliana Olymbios, and brand director Olivia Smith, tell Furniture News what this means for the brand’s future …
What’s new at Sofa Club?
Olivia: Three big things. First up is showroom expansion – we’re growing fast! Two exciting new locations are set to launch by the end of the year. We can’t say too much yet, but trust us, they’re game-changers.
We’re also refining our range, with a strong focus on fashion-forward designs. Expect a wave of new sofas dropping in August and September – all designed to make a statement, while staying timeless.
And, when it comes to next-level brand collaborations, we’re going bigger and bolder! This year we’ve already teamed up with Red Bull and sponsored Perrie Sian’s new podcast. And that’s just the beginning …
Can you share any recent financial achievements?
Dominic: We are delighted to share that the business has proudly grown its turnover by a huge +70% in the last 12 months, with realistic ambitions and projections for a further +40% growth again this financial year.
Is the brand’s approach to branding/marketing any different this year?
Olivia: This year, it’s all about storytelling. We’re leaning heavily into brand narratives, bringing the personality behind the product to the forefront. You’ll see a bold focus on fashion-led campaigns, elevated social content, and a major push in the press. We're also building powerful momentum through brand and influencer collaborations, creating cultural relevance and deeper connections with our audience.
What changes in the selling landscape have prompted this evolution?
Dominic: Sofa Club has always tried to remain agile, at the forefront of the industry with regards to new ways of shopping, whilst staying true to the mission of creating a stress-free process when shopping for your new sofa.
What’s the newest platform/technology you’re utilising, and how’s it going?
Dominic: There’s nothing that we’re doing or utilising that’s particularly game-changing – we’ve increased the volume of what we know works, whilst maintaining a big push for creating incredible energy for the brand through offline events, activations and collaborations. From an online perspective, moving the business fully over to Shopify PoS has enabled us to really connect with our customers better and provide a much more tailored and personalised communication strategy.
What does your core customer base look like?
Olivia: We’re speaking to a stylish, driven audience, typically aged 25-40, either buying their first home or settling into their forever one. Our customers value speed and style. They want quality products now, not six weeks from now. That’s why many of our pieces are available for next-day delivery.
Design-wise, our range is clean, neutral, and effortlessly chic, perfect for modern interiors but also flexible enough to evolve with your decor. It’s fashion for your home that lasts.
Can you tell us more about that demographic? How/where do they shop?
Dominic: In our infancy, our customer was very much a younger profile, typically new homebuyers or first-term renters looking for affordable fashion for their home. But over time, as the brand has grown and the product range has evolved and improved, so has our key target demographic. First-time buyers still play a huge role in our strategy, but our audience has become much more focused towards families, couples and individuals who lead an active, fashion trend-led lifestyle.
How is the product itself suitable for that audience?
Dominic: Our product focus has always been shaped by our customers’ needs and wants. Our sofas range from very reasonable entry price points – sofas focused on the current trending fabrics and trends, whilst also offering the flexibility to grow your sofa as our customers reach the different stages in life (moving into bigger homes, starting a family, or even downsizing).
Do you offer any particular services that particularly resonate with them?
Dominic: The ability to offer next-day delivery or select a delivery date of their choice is a real game-changer for Sofa Club. It is unique to us, and allows us to be able to support our customers with whatever situation they face. We also offer 100% money back, completely free returns within 48 hours of your purchase (if you’re not happy). This is relatively new for us (introduced this January) but has helped us to scale our business online as it removes the unlikely risk that customers won’t be happy with their Sofa Club sofa.
What does it take to cut through in today’s crowded social media marketplace? How do you stay out in front?
Dominic: For Sofa Club, social media marketing was one of the first stand-out successes, and today is no different for us as a brand. We currently have over 500,000 followers across all platforms, and we were also recently made blue tick verified on Instagram, so a huge well done to the team for achieving this.
The team works tirelessly to find gaps and opportunities for us to connect with our customers – whether it be through content that resonates with our audience, hosting Instagram /TikTok lives to bring our showrooms to customers’ homes, running competitions with like-minded brands, or strategic collaborations and partnerships that are influential to our audience.
From where does your marketing team draw inspiration?
Iliana: For us, it starts with a love for clean, modern, and aspirational interiors – spaces that feel calm, curated, and effortlessly stylish. We take inspiration from real homes and real lifestyles, creating content that’s both beautiful and attainable. From soft, neutral palettes to modular designs that suit everyday living, our aesthetic is rooted in simplicity and sophistication. But we also stay tapped into cultural trends and social platforms like TikTok and Instagram, where we discover new ideas and keep our storytelling fresh, relevant and engaging.
What marketing activation in recent memory are you most proud of?
Iliana: Our one-day pop-up living room in collaboration with Red Bull, that truly stole the spotlight. On 29th May, we transformed Manchester’s St Ann’s Square into an energised living room, powered by Red Bull’s dynamic spirit.
Guests were immersed in a vibrant atmosphere featuring live DJ sets from Red Bull talents Jamie Anne and Prido, free Thai street food, Red Bull drinks, and cosy statement sofas. We hosted interior design pop-ups, street interviews, and giveaways, including the chance to walk away with a free sofa, with over 500 email sign-ups for our sofa prize draw.
Are there any radical ideas you’ve been forced to leave on the shelf?
Iliana: One of our ideas was to blow up a huge sofa (I’m talking 100ft tall) in the middle of Manchester. However, due to the size, we realised that people would be unable to sit on it … which was sort of the whole point!
Read the rest of our interview in August's issue.
Pictured: Olivia, Iliana and Dominic take a seat
